“Prosumer” - An emerging customer model in the sharing economy model

Customers have always been a central focus of business strategy. Traditionally, marketers classify them into two main groups, organizations and individual consumers, based on distinct behavioral patterns. However, with the advancement of the global economy and digital society, a new type of customer has emerged: the prosumer (producer-consumer). This hybrid group not only consumes but also participates in the creation and distribution of products and services, reshaping traditional business models. This study explores the evolving concept of the prosumer within the context of the sharing economy, analyzes its impact on value creation, and proposes strategic recommendations for businesses to effectively engage and leverage this dynamic customer group.